Little Feats
Design industry experts share the scoop on adding new sections or using small spaces— without expanding or breaking the bank
By Erinn Morgan

Fashion Optical Displays' rotating security square island

Many eyecare professionals would like to expand their product offerings with a new kids' frame, sports eyewear, plano sunwear, or high-end frame section. Yet, they take one look at their dispensary and ask, "Where?"

True, most optical shops are already packed to the rafters with product. But interior designers for the optical industry agree that where there's a will there's a way. "Think out of the box," says Jennifer Liu, head designer with Ennco Display Systems.

For example, there may be potential in areas you haven't considered, such as a closet or an unused corner. Some suggest going vertical to increase product offerings. Others look to contact lens areas and waiting rooms. Here, the industry's design experts sound off on creative ways to squeeze more profit potential out of your dispensary.

Q What is a good, low-cost way to add a new section or department to the dispensary without expanding your space?

A Jennifer Liu, head designer, Ennco Display Systems: Think about going 3-D. All the displays you have right now are most likely two-dimensional. You can add perpendicular elements like a countertop to a cabinet or a display inside the counter door. This way, you add more display without actually increasing your space. The only downside is that you may be decreasing your storage space, if you are using certain areas for that.

A Amanda Case, designer and certified optician, Fashion Optical Displays: If you have space in a contact lens area, I would add a plano sunglass display, because everybody needs sunglasses, especially if they are wearing contacts.

You can use freestanding displays or wall units with glass shelving or frame rods.

A Margaret Furman, designer, Magic Design: Evaluate the arrangement of furniture in the dispensary. Can something be moved to unclutter and allow for better traffic flow to key areas? Is the scale of your furnishings (the chairs, plants, P.O.P., and posters) in proportion to your available space? Can you live with more compact versions?

Sometimes subtracting something is more significant than adding something to create the feeling of expansion. If you want to increase your inventory and add a display unit, integrate it with existing cabinets. Make sure the showcase does not come off like an afterthought.

A Sharon Sulecki, designer, Eye Designs: We suggest moving vertically on your wall space with compact wall displays.

These can be used in a contact lens or reception area. Because this merchandising system can take shelves instead of clips, you can also show products like lens cleaners and cases. It is a simple, stylish, and affordable way to add to areas where there is space.

Four-legged display units can be used in the reception area. You could also place it right in the middle of a waiting area. Something like this blends in with the furniture and can display a lot of frames.

A Dacie Lewis, owner, Bright Display: Use your vertical space—go up and down. You can use vertical wall-mounted displays or glass shelving with 3-D risers and pedestals to hold frames.

If you don't have a big display area, use a floor-to-ceiling display case. The key is to use as much vertical space as possible. For example, if you are going to have chairs along the wall for people to sit in, you can put shelves safely over the chairs. You should also use your waiting room space to show off frames.

But make sure you have someone available to answer eyewear questions while patients are waiting. Most often, if patients get to try on a couple of pairs of frames before their exam, they will remember those frames afterwards.

Eye Designs' framed Versa Wall unit	Bright Display's glass shelves enliven empty walls

Q How can I transform an unused corner of my dispensary into something special?

A Margaret Furman, Magic Design: We have created mini departments in small corner areas. We sometimes change the floor treatment to define the new "designer boutique" or "sun shop." The furniture is scaled to fit the corner, and we use mirror-backed displays to open up the space.

A Dacie Lewis, Bright Display: There are some good corner display units out there. Corner space is a good place to put things. If there is just a palm tree sitting there, you are better off using it for display.

A Jennifer Liu, Ennco Display Systems: In this instance, you may need a little more help from a designer. Have the designer take a look at the corner and custom- fit cabinets for it so they can be turned into an effective display area.

Also, if you have a plant in this corner, why not display frames on the plant if it can hold them? It could be a Christmas tree at the holidays, or frames hanging by monofilament on a silk plant.

Have the frames displayed elsewhere for customers to actually try on—this is just a unique display idea for a dressed-up element.

A Amanda Case, Fashion Optical Displays: You can use a freestanding showcase—or, if you want to turn it into a kids' area, you can have a freestanding kids' display.

You can also put in an island rotator if you are looking to dramatically increase the amount of frames in the dispensary.

This unit fits perfectly into a corner and it can effectively display 60 to 120 frames.

Ennco Displays' corner design utilizes a dispensary's space without creating a crowded feeling	A multi-functional corner design from Magic Designs uses space efficiently

Q What can I do with a closet or storage room or hallway nook located in the dispensary to create a special section?

A Dacie Lewis, Bright Display: If you can afford to lose the storage, take the door off your closet, make the lighting bright, and put shelving against the far wall.

You could make it look like a built-in area or recessed bookshelves. I also recommend putting trim up around it—use a crown molding to trim it out and make it look nice.

A Amanda Case, Fashion Optical Displays: If the closet is big enough, you can put shelving in there. Good lighting is very eye-catching. If you turn a dark closet into a display area, make sure it is not a dark closet with a display area in it. Make sure it is well lit.

If you are turning a hallway into a frame display area and it's out of direct eyesight from your staff, install a security unit that locks. You can do an all-glass showcase that hangs on the wall.

A Jennifer Liu, Ennco Display Systems: If you dress up a closet, you can add more surfaces and display more frames. If you have good lighting, you will draw people's attention to this area.